Mintel has identified five strategic ways to ‘skinify’ suncare, teaming with Susonity’s Global Director of Marketing – Beauty and Protection, Elena Nunno, to bring an ingredient manufacturer’s expert perspective.
Consumers want more from sunscreen than just UV protection; 59% of Chinese sunscreen users agree products should offer more skincare benefits. But with moisturising claims appearing on over half of sunscreen launches in 2024-25, and ‘for sensitive skin’ claims on a third (as reported on Mintel Global New Products Database), ‘skinify’ suncare in more disruptive ways to drive growth.
1. Innovate with ‘SPF Sandwich’ in Mind
The ‘SPF sandwich’ hack (layering sunscreen under and over makeup) is trending. While social media trends can be fleeting, this hack has lasting potential if positioned well:
Highlight how it’s easy to do and provides enhanced protection; as Mintel’s research reveals that convenience and durability are sought-after sunscreen claims.
Address pilling/greasiness with lightweight, sweat-proof formats that layer seamlessly, like mists or emerging brush-on formats.
2. Capitalise on K-Beauty 3.0
Brightening claims are growing in sunscreen innovation, appealing to a third of Brazilian sunscreen users who prioritise natural glow.
Elevate brightening claims by tapping into the 2025 K-Beauty wave which focuses on healthy radiance, skin barrier health and science-backed formulas.
Develop K-Beauty-inspired sunscreen for melanated skin, inspired by Galskin.
3. Tap into Longevity Beauty
Preventing signs of ageing is a top sunscreen purchase motivator. In Canada, 57% of sunscreen users apply it more often due to concerns about ageing (vs 56% for skin cancer prevention).
Longevity skincare trends – targeting biological age/cellular ageing and preventative ageing – can enhance ‘skinification’ of suncare.
Leverage ageing-simulation tools like Haut.AI’s SPF Truth Booth.
Address vitamin D’s role in longevity by including VMS or using activated vitamin D SPF tech like Boost Lab’s Goody Goody Sun Drops SPF 50+.
Consider on-trend longevity actives like PDRN, ATP and NAD+.
4. Address the GLP-1 Impact
The focus on GLP-1 and weight loss drugs is reshaping the BPC landscape. In the UK, half of 25-34 year olds show interest in injectable weight loss drugs, and NPD targeting ‘GLP-1 face’ is emerging (e.g. Volulift).
Innovate sunscreen with GLP-1 in mind, like Dr Few, which suggests GLP-1 drugs may increase skin’s sun sensitivity and recommends daily SPF to protect skin and progress.
Focus on boosting skin resilience and preventing damage to compromised skin.
Target GLP-1 and non-GLP-1 users to widen reach, and imply elevated efficacy.
5. Don’t Overlook Aftersun
‘Skinify’ aftersun, an under-innovated segment that has seen a decline in innovation (2020-2025) on Mintel Global New Products Database.
There is potential for a resurgence in aftersun given rising social media trends glamorising sunburn aesthetics. Brands are responding, La Roche-Posay’s #DermsAgainstBurns campaign, tackles viral TikTok trends like ‘burn lines’ or ‘sunburn tattoos’.
Innovate in this overlooked segment, focusing on repair/regeneration, taking cues from Zure Solaris, a luxury ‘post-suncare’ brand using biotech ingredients like ectoin, arginine and The Solar Repair Complex.
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